The US toymaker, Jakks Pacific, has entered into a multi-year global toy licensing deal with the Haribo Group to create a new toy line based on its popular, continent-spanning gummy confectionery products. Jakks has secured the North American and EMEA rights to manufacture, market, and distribute the range of collectables and activity sets.

The first wave of products to be developed under the partnership is scheduled to land at retailers from August next year and will mark the first partnership of its kind for the Haribo sweet brand.

Haribo was founded by Hans Riegel in the early 1920s when he established a small confectionery factory and produced the world’s first gummy bears. These would go on to become the iconic Haribo Goldbears, now popular around the world.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectables that will appeal to collectors and Haribo fans of all ages,” said Jill Nordquist, SVP marketing, Jakks Pacific.

“The line features consumers’ favourite product pieces from the signature Goldbears to Twinsnakes, Happy-Cola and more. Just as the tagline says, Kids and grown-ups love it so, the happy world of Haribo.”

Haribo is recognised as the world market leader in the segment of gummy candies, distributing the brand name to over 100 countries. The confectioner is celebrating its 100th anniversary this year, celebrating its cross-generational appeal that boasts an impressive 97 per cent awareness in its key markets.

“This is our first-ever launch of Haribo licensing in the US and we’re proud to delight our consumers with collectables that inspire the childlike happiness that our brand is all about,” said Rick LaBerge, EVP and COO, Haribo of America. “We’re looking forward to our strategic partnership with JAKKS Pacific and continued collaboration in the future.”

Additional product extensions are already planned for 2022.